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Sun Products’ all laundry detergent has launched “Summer Play,” a new campaign aimed at moms in which they can turn mobile device into a movie making machine with Magisto’s cloud-based smart technology.

The Magisto campaign, which is the first of its kind in the category, enables parents to document, preserve and share their kids’ summertime moments in videos set to custom themed music and select imagery to inspire sharing across multiple social platforms, including Facebook and Twitter.

“We know moms depend on all laundry to get out tough kid stains, now we’re connecting with moms in a new way through their mobile devices and Magisto,” said Lora Van Velsor, VP of marketing, Sun Products. “We’re combining the power of new technology and creative storytelling to help mom celebrate kids being kids, which is what all is all about.”

The campaign, which launched earlier this summer, has created 305,527 all branded “Summer Play” movies and garnered 1,208,544 movie views. The project is on target to hit 600,000 movies by the end of the summer.

As the official detergent of Little League Baseball, all is asking moms to submit video that captures the very best memories from Summer 2014. By entering videos into the campaign, parents can win prizes such as a trip to the Little League Baseball World Series.

“Magisto is proud to be engaged in this campaign with an iconic American brand like all. The melding of our technology and the all brand’s customer base of families who want to capture special moments is a great combination,” said Reid Genauer, CMO, Magisto. “A sponsored theme provides a platform for families to connect with all, create branded stories about the people and moments that matter most to them, and share their videos with a qualified and trusted audience.”

More than 40 million people are currently engaged in Magisto’s user base.